Best Travel Integrated Ad Campaign

In 2016, Brand USA launched the “America Wild: A National Parks Adventure,” an immersive IMAX® 3D film, which highlights more than 30 national parks and commemorates the centennial anniversary of the National Park Service. Brand USA partnered with Expedia Media Solutions to execute an integrated marketing campaign that leveraged stunning footage from the film in an interactive online quiz and inspired international travelers to learn more about, and travel to, U.S. national parks.

For each quiz question, travelers were shown two different video clips and asked to choose their preferred experience. Upon completing the quiz, the user’s ideal U.S. national park was revealed and they could enter a sweepstakes for an opportunity to win a trip to that national park. Users could also engage with custom content to learn more about U.S. national parks and monuments, share their quiz results with friends on social, and even book travel.

The holistic digital campaign ran from March 20 to May 30, 2016, on Expedia brand sites in Australia, Canada, Germany, Mexico and the U.K. and featured homepage takeovers, creative ad displays, and social media integrations across Expedia’s social channels.

Over the five-week period, the quiz landing page garnered nearly 52 million impressions and more than 370 thousand total participants interacted with the quiz. Expedia Media Solutions was able to seamlessly work together with Brand USA to successfully inspire international travelers and promote the film.

Contributors:

EXPEDIA MEDIA SOLUTIONS

Location: United States

About the Agency:

Expedia Media Solutions, the advertising arm of Expedia, Inc., offers industry expertise and digital marketing solutions that allow brands to reach, engage and influence its qualified audience of travelers around the world. Through its vast network of leading travel brands and global points of sale, Expedia Media Solutions provides partners with proprietary data-driven insights about traveler behaviors during every stage of the purchase journey, along with dynamic advertising solutions, to deliver strategic campaigns and measurable results.